Yanlin (Linda) Chen

• Conducted comprehensive secondary research on the loyalty program marketplace across 10 industries, identifying key trends and commonalities of successful loyalty programs through competitor analysis. • Analyzed the McDonald’s MyM platform with a data-driven approach, leveraging internal data and 10+ interviews to develop the key insight on consumers’ needs on top of client’s objective of optimizing app usage frequency and retention. • Designed strategies and tactics to strengthen the loyalty loop and emotional connections with specific consumer segments, aiming to increase guest count by 2.5%, basket size by 1.5%, and Loyalty Orderers by 4% YoY. • Led the ideation and visualization of marketing tactics as well as the UI/UX of 20 new app interfaces, improving user engagement and digital experiences while reflecting the overarching strategy and brand image.

• Analyzed the integration and trends of retail media networks across 160+ companies in 10+ industries such as Health, Beauty, CPG, and Fashion, utilizing Tableau, Excel (Power Query, Pivot Tables), and SQL for data analysis and visualization. • Performed cross-tabulations to examine relationships between digital marketing budget allocation and retail media integration levels, revealing that 80% of companies reflect a positive association between the two factors in media mix decisions. • Conducted factor analysis to identify key drivers of retail media performance, uncovering that multiple drivers exist behind media investment strategy, despite companies’ self-perception in integration of media channels.

• Optimized customer personas and hearing aids product positioning by analyzing consumers’ behaviors, feedback on needs and pain points, decision journeys, etc., and designed 3 campaigns targeting different segments. • Constructed 20+ pre-sale and after-sale emails and created tailored email workflows on HubSpot, reaching average 23% open rate, 19% CTR, and shortening the timespan of purchase consideration by 4.6%. • Analyzed ads performance of Google and Meta on leads, cost, and CPL, and refined the choice of keywords, target audience, landing pages, and creative contents to lower the CAC and improve conversion by 18% in one month. • Engaged in implementing internal end-to-end tests, email AB testing, and Beta testing to prepare for Orka Two product launch.

• Investigated potential influencers, KOLs to promote products on TikTok for companies seeking new market expansion. • Evaluated TV programs’ social influence and target audience, and estimated sponsorship value to provide investment suggestions.

• Strategized and executed ad content and scheduling on Google and TikTok, contributing to a 12% increase in site traffic. • Researched backgrounds, operation modes, and competitive advantages in media exposure for competitor brands, including Shein, PatPat and Bluetti. • Operated independent EC store, and was responsible for selecting products from various vendors for live-stream and store sales.

•Pioneered and designed organization’s mascot that resembles core values to approach target audience multi-dimensionally. •Developed innovative projects leveraging mascots, such as merch, WeChat sticker collection, e-red envelope cover, seasonal marketing campaigns, to generate brand awareness and drive community engagement. •Operated official website and e-commerce platform and tracked performance to gain analyzable data on target audience and products. •Established brand communication strategy, including content roadmaps, offline/online events, and organizational collaboration, with implemented consumer research.

•Published over 45 articles on WeChat official account during COVID period targeting followers including scholars and students. Gained an average page view of 5,300, the highest reads reached 27,000. •Established and maintained collaborative relationships with departments of other universities and non-profit organizations through email pitches. Increased external connections by 30% to better serve the needs of international students. •Organized online events and panels and increased member engagement by 20% during the pandemic. •Gathered and sorted information and reports on events from other departments to send out monthly/quarterly newsletters for 20,000+ international students and families.

•Created press materials and campaign proposals for the social campaigns of a variety of clients, in fields such as luxury ready-to-wear, jewelry, and beauty (clients include Celine, Fenty Beauty and others). •Analyzed official account back-end data and formulated weekly, monthly, and quarterly clipping reports to provide key insights regarding clients' social media performance on major social platforms. •Studied competitor social contents, new product propaganda, festival campaigns and KOLs to provide clients with suggestions so as to expand potential target audience on different platforms and touchpoints. •Planned, drafted, and translated social media contents that are consistent with brands' tones of voice, increased followers by 29%.

Minor in Marketing